Feedback & research
Product-market fit survey template
The "how disappointed would you be?" survey, with the questions that tell you who your product is really for.
- 6 questions
- about a minute
- Logic
- Hidden fields
- Welcome screen
Free forever, with unlimited responses. No credit card.
What's in this template
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How would you feel if you could no longer use our product?
Pick one
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02 Long text
What kind of person do you think would benefit most from it?
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What's the main benefit you get from it?
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04 Long text
How could we make it better for you?
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05 Short text
What would you use instead if it were gone?
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06 Long text
What made you stop using it?
Why these questions
The product-market fit survey rests on one question: how would you feel if you could no longer use our product? The common rule of thumb is that when about 40% of active users say "very disappointed", you're onto something. This template asks that question first and on its own, then asks the three questions that make it useful.
The answers are very disappointed, somewhat disappointed, not disappointed, and I've stopped using it. That last option matters. Someone who's already gone shouldn't be counted as "not disappointed", and logic sends them to a single question of their own: what made you stop using it?
Everyone else answers three questions:
- What kind of person would benefit most from it? Your users describe your best customer in their own words, and those words are what that customer searches for.
- What's the main benefit you get from it? This is required, because it's the answer you'll build your positioning on. Read the very disappointed group's answers first.
- How could we make it better for you? Read the somewhat disappointed group's answers here. They're the people you can win over.
A last optional question asks what they'd use instead, which tells you who you're really competing with.
Who to send it to: people who've used the product recently, at least a couple of times. The
template records user_id as a hidden field, so you can exclude
anyone too new to judge.
Reading the answers: the percentage of "very disappointed" is your headline number. Leave out the people who've stopped using it, since the question is about active users.
How the logic works
Each rule is checked once its question is answered, and the first one that matches decides where the respondent goes next. How logic works
- After “How would you feel if you could no longer use our product?”: if the answer is “I've stopped using it”, jump to “What made you stop using it?”.
- After “What would you use instead if it were gone?”, always finish the form.
Make it yours
- Logic Answers decide what comes next, so each person only sees what applies to them.
- Hidden fields Records user_id from the form's link with each response.
- Welcome screen Opens with a title, a line of context and how long it takes.
- Design Your colours, font and corners, and a picture or video on any screen.
- Email notifications Teammates hear about each response as it's completed.
- Webhooks Send every response to your own systems, signed.
- Embedding Put it on your site inline, as a popup or as a slider.
Questions people ask
What is a good product-market fit score?
The widely used benchmark is 40% of active users answering "very disappointed". Treat it as a rule of thumb. The trend over time, and who the very disappointed users are, matter more than crossing a line.
How many responses do I need?
More than a few dozen, from people who have used the product recently. With fewer, a handful of answers can swing the percentage a long way.
Should I change "our product" to my product's name?
Yes. Edit the first question to name your product, so it reads naturally to the people answering.
Why does "I've stopped using it" skip the other questions?
The survey is about active users. Someone who's stopped can't say who benefits most today, but they can tell you why they stopped, which is just as useful.
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Also in: Surveys · For product teams · For founders